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The Business of Agile Coaching


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Presented at Agile Coaching Exchange, San Diego 5/10/16.

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The Business of Agile Coaching

  1. 1. The Business of Agile Coaching Agile Coaching Exchange 5/10/16 Roger W. Brown Scrum Alliance ™ Certified Enterprise Coach $
  2. 2. What is an Agile Coach? A person with expert knowledge of one or more areas related to Agile Software Development who understands the difference between coaching and consulting and has coaching competencies and a coaching mindset applied in service to personal and organizational improvement towards greater success through agility. Source: I made this up!
  3. 3. What is Coaching? Coaching is a relationship in which one person is primarily dedicated to serving the long term development of effectiveness and self-generation in the other. - Doug Silsbee Service Learn Change Grow
  4. 4. What Is Agile Coaching? Agile Coaching is an engagement with an organization during which you are performing one or more of the following activities: – Applying Agile practices in an organization to help it reach its stated objectives – Assessing team(s) and organization(s) for effectiveness in applying Agile principles and practices – Mentoring others in Agile principles and practices – Advising and consulting with organizations and leadership on Agile practices – Facilitating team(s) and groups to achieve higher quality collaboration and enable greater results – Developing team, leadership and organizational agility through guided self-discovery and growth – Challenging the organizational and leadership status quo and enabling an agile culture Source: Adapted from the Scrum Alliance™ Certified Enterprise Coach Program
  5. 5. Agile Coaching Business Models • Full-time Internal Agile Coach • Internal Agile Coach with another role • Agile Coach in an Agile Coaching Company • Agile Coach in an IT consulting company • Independent Agile Coach Each has it’s own opportunities and challenges
  6. 6. Organization Multi-Teams Departments Team Self Community Profession Scope of Service
  7. 7. Organization Multi-Teams Departments Team Self Community Profession Specialty Areas Product Ownership Portfolio Agile Beyond ITLean Startup XPDevTools Structure Scaling R&D Culture Learning DevOps Lean UX Distributed Agile Agile TransformationLeadership Team Dynamics Lean Mentoring Presentation Training OrganizingMatch-making
  8. 8. Income Source:,11.htm
  9. 9. Small Survey Data 2014 In which range is your current financial compensation including salary and bonuses? Less than $50,000 7.4% $50,000 to $100,000 3.7% $100,000 to $150,000 33.3% $150,000 to $200,000 22.2% $200,000 to $250,000 11.1% $250,000 to $300,000 14.8% Greater than $300,000 7.4% What is your current work situation as an Agile Coach? Agile Coach by job title in an organization 14.8% Provide Agile Coaching as part of another job title in an organization 29.6% Agile Coach in a company that specializes in Agile Coaching 14.8% Agile Coach in a broad- range consulting company 7.4% Independent Agile Coach 29.6%
  10. 10. Self-Employment Money Time Travel Bookkeeping Marketing Sales Networking Education Billable Hours Taxes Expenses Benefits Income
  11. 11. Finding Work • Network: LinkedIn, Meetups, Camps, Workshops, Conferences, Peer-Coaching • Prior Clients: in New Companies • Contribute: Social Media, Public Speaking, Event Organization • Partnering: Co-Training, Sharing Agreements • Advertise Your Company: Adword$ • Recruiters: Less overhead, more travel
  12. 12. Tricks of the Trade Self-Employed – Insurance: Liability and E&O – Sharing Agreements – Open-ended Contracts/SOWs/Coaching Plans – Standardized Products – Consistent Pricing – Client Pre-Research Self-Employed or Employee – Co-Coach/Co-Train – Certs Can’t Hurt – Code of Ethics – Don’t say “Yes!” to everything (WIP Limits)
  13. 13. When do you say …? No Not Now No More
  14. 14. Professional Coaching Certifications A Few of the Many Accredited Schools – Results Coaching Systems (neuroscience) – CoachVille (online, game-based) – Presence-Based Coaching (mindfulness) – Coaches Training Institute (Co-Active Coaching ) – Organizational and Relationship Systems (* Teams) – Erikson International
  15. 15. Agile-Specific Certifications International Consortium for Agile • Certified Professional in Agile Coaching (mindset) • Certified Professional in Agile Team Facilitation (facilitation) • Certified Expert in Agile Coaching • Enterprise Agile Coaching Track Scrum Alliance • Certified ScrumMaster • Certified Scrum Professional • Certified Team Coach • Certified Enterprise Coach
  16. 16. The Business of Agile Coaching © 2016 Roger W. Brown I want to be an Agile Coach when I grow up!